What DICKEY-john does

DICKEY-john Corporation is a privately held agricultural sensing and electronic monitoring company headquartered in Auburn, Illinois, operating as a division of TSI Incorporated. Founded in the late 1960s, the company designs and manufactures precision agriculture hardware including ISOBUS-certified control systems (IntelliAg ISO6), planter monitors (PM100/300/400 series), seed and blockage sensors, ground speed sensors, application rate sensors, hopper level sensors, grain moisture testers (GAC series, miniGAC), and NIR constituent analyzers (Instalab). Products are engineered to deliver real-time, in-field data on seed placement, application rates, ground speed, and grain quality to enable input optimization and yield-maximizing decisions.

The company serves two primary customer segments: (1) farmers and growers who purchase through a global authorized distributor network for end-use precision farming applications, and (2) original equipment manufacturers (OEMs) of agricultural machinery who integrate DICKEY-john sensing technology into their equipment through custom joint program development partnerships. A secondary use case extends into public works (e.g., hopper level monitoring on snowplows) and specialty agriculture (e.g., coffee constituent analysis).

DICKEY-john generates revenue primarily through hardware sales via B2B quote-based pricing through distributors and direct OEM channels. The business model relies on a global distributor network, OEM design wins, recurring service and calibration revenue, and event-driven demand generation through agricultural industry trade shows. Certifications including AEF and ISOBUS interoperability testing provide third-party validation of the company's compliance with agricultural electronics standards.

Name

DICKEY-john

Legal name

DICKEY-john Corporation

Website

https://dickey-john.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

DICKEY-john Corporation designs and manufactures agricultural sensing, monitoring, and control hardware — including ISOBUS-certified control systems, planter monitors, seed and blockage sensors, and moisture testers — selling through a global distributor network and direct OEM partnerships to farmers, agricultural equipment manufacturers, and public works customers.

Ownership category

akta.pro rank

Product category

Agricultural Sensing Equipment

NAICS

Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Precision Sensing & Monitoring (Soil/Weather Stations, In-Field Sensors, IoT) (AFAGALAB)

akta.pro secondary industry

Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders) (AFAGALAD)

Keywords

• Precision agriculture sensors
• Planter monitoring systems
• Grain moisture testers
• Agricultural control systems
• Seed blockage sensors

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Operations, Marketing or Sales, Personnel

Revenue model

1. Agricultural Sensing Hardware: DICKEY-john generates revenue through the sale of agricultural electronic monitoring and control systems, including moisture testers, seed sensors, speed sensors, application rate controllers, and related accessories. Products are sold through distributors and direct OEM channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

DICKEY-john manufactures and sells agricultural electronic sensing, monitoring, and control systems used by farmers, growers, and OEM agricultural equipment manufacturers. Its portfolio includes planter monitors, ISOBUS-certified control systems, grain moisture testers, seed sensors, blockage sensors, ground speed sensors, application rate sensors, and NIR constituent analyzers. Products are sold globally through authorized distributors and via direct OEM joint program partnerships.

Product overview

DICKEY-john is an agricultural sensing technology company (division of TSI Incorporated) with over 50 years of experience providing precision agriculture solutions. The portfolio consists of a comprehensive line of sensing and monitoring products organized into categories: (1) IntelliAg ISO6 as the flagship ISOBUS-certified control/monitoring system with add-on sensors; (2) Planter Monitors (PM100/300/400 series) for real-time planting monitoring; (3) Moisture Testers including GAC series and miniGAC for grain moisture measurement; (4) Seed Sensors (Hy Rate, Hy Rate Plus, Sure Rate, UniRate) for population monitoring; (5) Blockage Sensors (Daisy Chain, Vigilense, Recon Flow) for air seeder monitoring; (6) Speed Sensors (Radar II/III, Universal, Hall Effect) for ground speed measurement; (7) Application Rate Sensors and Hopper Level Sensors for precision application control; and (8) Constituent Analysis products (Instalab NIR analyzers) for grain quality testing. Products integrate via ISOBUS standard and are designed for OEM partnerships with agricultural equipment manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• IntelliAg ISO6 Control System ISOBUS-certified 8-channel monitor and control system for applying seed, liquids, and granules across planters, air seeders, spreaders, and drills. Provides advanced seed spacing data, skips and doubles detection, supports up to 120 rows, up to 8 PWM channels, 4 Servo, and up to 48 sections. AEF tested and certified. Designed for farmers, growers, and OEM agricultural equipment manufacturers.
• Daisy Chain Blockage Sensor Air seeder sensor that monitors seed and fertilizer flow on air seeder implements and alerts operators of blocked or faulty sensors. Features serial communication, up to 432 distribution tower runs, bi-directional communication, and continued operation through pinched wires or breaks in communication lines. For farmers, growers, and air seeder OEMs.
• Application Rate Sensor Sensor that monitors the speed of rotating shafts in equipment based on pulses emitted, providing input for closed-loop application control systems. Available in 180 or 360 pulse per revolution models. Used by farmers, growers, and OEM agricultural equipment manufacturers for precise input application.
• Hopper Level Sensor Versatile sensor that alerts equipment operators when a hopper is running low on material. Suitable for farming equipment and public works vehicles such as snowplows. Serves farmers, growers, and public works/municipal fleet operators.
• Hall Effect Speed Sensor Durable, cost-effective ground speed detection sensor designed for rugged agriculture environments. Detects ground speed based on gear-tooth, sprocket, and lug nut movement with 12-volt output. Used by farmers, growers, and agricultural equipment OEMs.
• PM400 Planter Monitor (36 Row) Real-time planter monitor that delivers row-by-row planting data with audible alarms for skips and misses, supporting up to 36 rows. Designed for large-acreage farming operations and OEMs.
• PM300 Planter Monitor (16 Row) Real-time planter monitor with audible alarms for skips and misses, supporting up to 16 rows. Designed for medium-sized planting operations and OEMs.
• PM100 Planter Monitor (1-16 Rows) Real-time planter monitor with audible alarms for skips and misses, supporting 1 to 16 rows. Designed for small planting operations and OEMs.
• Hy Rate Plus Seed Sensor High-quality seed sensor designed for accurate population monitoring and seed detection in planting operations. Used with planters and air seeders by farmers, growers, and OEMs.
• Hy Rate Seed Sensor Seed sensor for population monitoring and seed detection in planting operations. Used by farmers, growers, and OEMs with planters and air seeders.
• Sure Rate Seed Sensor Seed sensor for population monitoring in planting operations, used with planters and air seeders by farmers, growers, and OEMs.
• UniRate Seed Sensor Seed sensor for population monitoring in planting operations, used with planters and air seeders by farmers, growers, and OEMs.
• Vigilense Blockage System Blockage monitoring system for detecting and alerting on seed or material flow blockages during planting. Used by farmers, growers, and OEMs operating air seeders and planters.
• Recon Flow Blockage Sensor Blockage sensor for monitoring seed and material flow in air seeders and planting equipment. Used by farmers, growers, and OEMs.
• Radar II Ground Speed Sensor Doppler radar-based ground speed sensor for measuring vehicle speed in agricultural operations. Used by farmers, growers, and OEMs.
• Radar III Ground Speed Sensor Advanced Doppler radar-based ground speed sensor for measuring vehicle speed in agricultural operations. Used by farmers, growers, and OEMs.
• Universal Speed Sensor Versatile ground speed sensor for measuring speed across various agricultural equipment. Used by farmers, growers, and OEMs.
• GAC 2700 Grain Moisture Tester Grain moisture tester providing fast and reliable moisture readings to support optimal harvest timing and storage decisions. Used by farmers, grain handlers, and elevators.
• GAC 2100 Grain Moisture Tester Grain moisture tester providing fast and reliable moisture readings for optimal harvest timing and storage decisions. Used by farmers, grain handlers, and elevators.
• GAC 2500 Grain Moisture Tester Grain moisture tester providing fast and reliable moisture readings for optimal harvest timing and storage decisions. Used by farmers, grain handlers, and elevators.
• miniGAC 2500 Portable Grain Moisture Tester Portable grain moisture tester providing fast and reliable moisture readings for optimal harvest timing and storage decisions at the point of use. Used by farmers and grain handlers.
• Instalab NIR Constituent Analyzer Near-infrared (NIR) analyzer for constituent analysis in grain and agricultural products. Used by farmers, grain elevators, and processors to assess grain quality components such as protein, oil, and moisture.
• OEM Custom Products Program Custom joint program development offering that enables original equipment manufacturers (OEMs) of agricultural equipment to integrate DICKEY-john's sensing, monitoring, and control technology directly into their machinery. Delivers state-of-the-art, market-ready, reliable, customizable technology with seamless integration into OEM product lines.

Quantifiable outcome

• Reduced input costs through precise application rate control
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• OEM Agricultural Equipment ManufacturerscoreOEM/ Whitelabel/ Licensing Partner · 11 February 2026DICKEY-john partners with leading agricultural equipment manufacturers worldwide, delivering robust, customizable technology that integrates seamlessly into their machinery. The company offers custom joint program development options for OEMs seeking state-of-the-art sensing, monitoring, and control solutions.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ag Leader Technology: Ag Leader is a direct peer in precision agriculture displays, monitors, and sensors for planters, seeders, and application control, serving the same grower and OEM customer base with comparable product categories (e.g., seed monitoring, application rate control).
• Raven Industries: Raven (now part of CNH Industrial) is a direct peer in application rate control, ISOBUS-compatible control systems, and field computers for planters, sprayers, and applicators, overlapping heavily with DICKEY-john's IntelliAg and application rate sensor lines.
• Trimble Agriculture: Trimble Agriculture is a direct peer offering precision ag displays, guidance, and application control hardware, including ISOBUS-compatible systems that compete with DICKEY-john's IntelliAg platform.
• Topcon Agriculture: Topcon Agriculture provides precision farming hardware and software (displays, application control, crop sensing) and is a direct peer to DICKEY-john in planter monitoring and variable-rate application control.
• TeeJet Technologies: TeeJet manufactures spray nozzles, control systems, and application technology, overlapping with DICKEY-john in application rate sensors and rate control for agricultural spraying and seeding.
• Digi-Star (Topcon-owned): Digi-Star (part of Topcon) makes agricultural sensors and indicators, including moisture/harvest sensing products, making it a direct peer to DICKEY-john's moisture tester (GAC) and grain analysis (Instalab) product lines.

Broad incumbents

• John Deere (Precision Ag): John Deere is a broad incumbent that increasingly internalizes sensing, monitoring, and ISOBUS-compatible electronics within its full-line equipment portfolio, representing both a customer and a competitive threat to DICKEY-john's OEM and aftermarket channels.
• CNH Industrial (Case IH / New Holland): CNH Industrial owns Case IH and New Holland and bundles proprietary precision ag electronics (e.g., AFS, PLM) across its equipment lines, making it both a potential OEM partner for DICKEY-john and a competitor as it internalizes sensing capabilities.

Emerging players

• Penton (Agri-Spray / Hagie): Penton (formerly Hagie) and adjacent sprayer/electronics manufacturers are emerging players in application rate control and rate controllers, competing for the same variable-rate and rate-sensor use cases that DICKEY-john addresses.

Others

• Granite Seed (Seed Treatment & Sensing): Granite Seed and adjacent seed/seed-treatment suppliers are ecosystem participants that interact with seed sensors and population monitoring products in the same precision planting workflow DICKEY-john serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DICKEY-john